John Crothers - Pathology Awareness Australia - Know pathology, know healthcare – Demonstrating value and making it relevant for the consumer

The Objective

Pathology gives doctors the answers they need to treat you

Australian pathology is world class

The Reality

Most of healthcare relies on pathology Prevention, diagnosis, treatment, management

50m episodes in last 12 months

12m people in the last 12 months

Invisible to most patients & requestors

The Reality

Australian pathology is undervalued

70% of clinical diagnosis

80% of medical records

100% of cancer diagnosis

- 3% healthcare budget spend

The Reality

Source: EW Consulting Pty Ltd

6

0

1

2

3

4

5

Price

Qualit

y of L

ife

Clinic

al Outc

ome

Career A

ttractiv

eness

Public P

erceptio

n

Gov't

Perceptio

n

Pharma Nursing Pathology Specialist GPHigh

Low

Rela

tive V

alu

e O

fferi

ng

Total HC Spend: $115b or 9% GDP

Pathology Spend: $3.5b

Competitive Factors

The Problem - 2010

Buyer Experience Cycle (Public)

Go to GP

or Specialist

Test Request,

& Collection

Bill or

Medicare

Bulk Bill

Wait for

Result and

Inter-

pretation

Revisit GP

or Phone

Consult

Health

Management

Educate

on Disease

State

Cost Time & Stress

Stress Needle stick

Recover

+/-

Revisit

process

Time & Stress

Cost,

Convenience

ERRC Grid

Eliminate

Competition amongst

stakeholders when it relates to

promoting the Pathology Industry

Reduce

Overall Healthcare spend by

better preventative medicine

based on early diagnosis.

Raise

Gov’t & Public Awareness of

Importance of Pathology

Reimbursement as a % of HC

spend

Attractiveness of Industry to

workforce

Education on Result Interpretation

Create

Awareness of the “TUBE” journey

@ collection points – Establish

Value – PR campaign

development

HEOR facts and data on key

pathology assays to assist in

demonstrating VALUE to

government.

Health Economic Outcome Research

There is a clear lack of global data that provides legitimate detail on the impact that Pathology has on healthcare expenditure.

Requirement for formalised studies that consider a number of pathology tests and the direct or indirect impact that these assays have on clinical outcome and/or quality of life.

Develop a standardised protocol that provides details on requirements for legitimate studies, timelines, costs and expected outcomes.

Use the outcomes to present facts and data to government and other Healthcare stakeholders to demonstrate value and benefits of investing in the Pathology Industry

TO-BE Healthcare Industry

High

Low

Re

lati

ve O

fferi

ng

Level

Total HC Spend: $90b or 9% GDP

Pathology Spend: $3.1b

0

1

2

3

4

5

Price

Qualit

y of L

ife

Clin

ical

Outc

ome

Car

eer A

ttrac

tivenes

s

Public P

erceptio

n

Gov't

Perceptio

n

Pharma Nursing Pathology Specialist GP

Competitive Factors

10 May 2012 Individual promotional activities in the past have not worked Given our insignificance we need the POWER OF ONE We needed to demonstrate the value of pathology to patients, HCP’s & Government We need the support of those that VALUE us – Referrers and HCOs.

Towards the solution

PAA logo here

Who Is Involved

Campaign proposition

Simple

Meaningful True

Showcasing profession

• [INSERT IMAGE ‘PATHOLOGY IS THE ENGINE ROOM OF AUSTRALIAN HEALTHCARE’]

[INSERT IMAGE ‘70% OF TREATMENT DECISIONS ARE INFLUENCED BY PATHOLOGY’S INVESTIGATIONS’]

Building the campaign profile.

www.knowpathology.com.au

Pathology Consumers

Health Consumer Organisations

Referrers

Pathology staff

Funders – Government & Hospital Executive

Media

Audience groups

Healthcare consumers

Healthcare Consumer Organisations

“Pathology is very important for people with diabetes…to access how

adequate their treatment and pick up early indications of complications.” Michelle Norman, Diabetes Educator, Australian Diabetes Council

“We could not look after our patients without good pathology”

Prof Peter Colman, Endocrinologist

Referrers

Pathology Staff

‘I’m proud of what I do. I work with a lot of like-minded people. We

all like science and we like helping people.’

Tom, Medical Scientist

"Being a Pathology Collector gives me direct contact with

patients and I can see how important my job is - its

wonderful"

Government and Hospital Executives

Media

Ambassadors

19 Ambassadors covering

all states and territories

Diverse clinical backgrounds

(Anatomical Pathology,

Genetics, Microbiology…)

Represent private and

public groups, Pathologists,

executives and research

½ day formal media training

undertaken in May 2014

Year 1 • Build campaign and consolidate. • Roll out campaign brand across pathology sector. • PR activity to start media discussion. • Enable partnerships with stakeholders.

Year 2 • Reach out to consumer, HCP’s & Government.

Year 3 • Concerted communications drive to all target audiences.

Timeline

Traffic to campaign website / sign ups

Media coverage

Social media reach

HCO support

Referrer support

Political engagement

Performance metrics

Completed actions • Have committed to LONDON AGENCY as the

PR agency.

• Incorporated Pathology Awareness Australia.

• Finalised Brand

• Launched Website

• Completed internal awareness – AACB, AIMS, ASC & Pathology Update conferences

– Roadshows to lab organisations across Australia

Launch Event

Launch event Australian Parliament House

Time Item

8:00AM - 1:00PM

HbA1c Testing

2:30 - 3:30 PM

Cathy Freeman laboratory visit

5:30 – 7:30PM Drinks reception Senate Alcove

HbA1c Testing Event - Floor Plan

COMMITTED TO JOIN PFG

Joel Fitzgibbon ALP

Carol Brown ALP

Amanda Rishworth ALP

Catryna Bilyk ALP

Andrew Griffin ALP

Claire Moore ALP

Melissa Parke ALP

Julie Owens ALP

Steven Jones ALP

Mike Danby ALP

Karen Andrews LIB

Ken Wyatt LIB

Dan Tehan LIB

Bert van Manen LIB

Michael Mccormack Nationals

Shayne Neumann ALP

John Alexander LIB

Political Engagement

PROSPECTS Jane Prentice LIB Andrew Laming LIB Mal Bough LIB Phillip Ruddock LIB Denis Jensen LIB Andrew Robb LIB

Call to action: visit a lab in your electorate.

Collection Centre Roll Out

Collection Centre roll out

Many patients value pathology Simple Fast Respects privacy of patients

Collection Centre roll out

20% conversion rate

Time to pitch to patients < 20 seconds

Pitch immediately after blood draw

Phone coaching provided to collectors in advance

- group coaching of 3 team members < 15 mins

Group A Group B

Healthscope SA Healthscope NSW

Healthscope QLD Healthscope VIC

Dorevitch Pathology Clinipath

Laverty Pathology Hobart Pathology / Southern

QML Pathology Melbourne Pathology

Western Diagnostic Pathology ACT Health

Capital Pathology Alfred Pathology (VIC)

Clinpath Eastern Health (VIC)

Douglass Hanly Moir Pathology Pathology NSW - Pathology North, South & Central

Sullivan Nicolaides Pathology Pathology SA

Austin Pathology PathWest

Melbourne Health Peter Maccallum (VIC)

Northern Territory Health Royal Children's Hospital (VIC)

Pathology NSW - Pathology West Royal Women's Hospital (VIC)

SydPath QLD Health

St John of God - VIC & WA Tasmanian Health - Royal Hobart and Launceston

St Vincent's Pathology - VIC Sydney Adventist

Mater Health

Collection Centre roll out

Group A

went live

2nd June

Facilitators & Collection Managers identify the best 5-10 ACCs for

initial rollout

• Manageable traffic

• Engaged staff

Print collateral quantities: room traffic unidentified

Collection Centre roll out

Collection Centre roll out

Facilitators receive enough bulk resources (posters, postcards, training documents for collection staff) for 12 weeks Divided according to individual ACC requirements

There is a campaign running to encourage

people to better understand the importance

of pathology.

For example, many people don’t realise

that 70% of all medical treatment decisions

rely on pathology results. Pathology gives

doctors the information they need to give

you the best treatment.

If you are interested, here is a postcard for

you to sign to show you believe pathology

is valuable.

The 20 second pitch

• Collection Centre posters

For Patients (waiting rooms)

For Staff (tearooms)

Resources

• Postcards

• Postcard Holders

• Room supervisor booklet

• Collectors pamphlet

Social Media

10,084 website signatures

Reach: 34,000 in the last 7 days

Likes: 3,700

167 Followers

134 members

Reach

Fast pathology results help protect Australians from disease pandemics such as swine flu - which is good news for you and good news for Piglet's friends.

Newsletters

Emailed monthly

to database.

Content pillars:

• Patient story

• HCO story

• Innovation story

• Engine room

story

Know Pathology Know

Healthcare

Campaign Status

Public Awareness • 10,010 sign ups. Approx 3000 patient stories

• Facebook community of 3,700

• LTO collaboration – “What’s in it for me?”

Establish Expertise • 33 Health Consumer Group Organisations are supporters

• 19 Ambassadors

• LTO collaboration

Political Engagement • Parliamentary Friendship Group – 17 signed up. 6 further prospects.

• Launched at APH.

• LTO collaboration

KPKH Campaign Status 8th September 2014

Goals to reach by March 2016

Activity Goal Audience Performance Metric

Sign ups 1 million sign ups Public, Medico, Govt

1m sign ups

Public awareness

a. Public KNOW and are interested in Pathology

b. Public will defend pathology c. Pathology is seen as a

rewarding career

Public a. Media reach, social media reach & engagement

b. response c. Perception survey. University

course admissions.

Establish expertise

1. KPKH is the “go to” source for public & medical staff for pathology information

2. Pathology is viewed as a medical profession

Public Medical

Media approaches HCO survey to members KPKH web traffic survey Medico survey

Political engagement

1. Politicians can recite KPKH elevator speech

2. Pathology is valued as an essential part of Healthcare

State & Federal Parliamentarians

Federal: Meetings, Participation in PFG, Lab visits State: Meetings Lab visits

Summary

A cost effective and genuine way for government & relevant healthcare executives to KNOW the value of pathology and KNOW that it is valued

Thank you

www.knowpathology.com.au